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A Social Media Strategy for TDM
How Smart Commute has integrated social media tools
into outreach and campaigns
Shout Outs
@pazpeter @kephsenett
@aaronofgaul @smartcommutecy
@kklyeung
A Social Media Strategy for TDM
 Profile
 What is Social Media?
 Why use Social Media?
 Pools, Pipelines and People
 ...
Profile
 Smart Commute
 Greater Toronto + Hamilton
 Metrolinx + 11 TMAs
 150+ employers
 350,000+ commuters
 Carpool...
What is Social Media?
 Wikipedia
What is Social Media?
 Wikipedia
 “Media for social interaction.”
What is Social Media?
 Wikipedia
 “Media for social interaction.”
 “Consumer-generated media.”
 “Blending of technolog...
What is Social Media?
 Wikipedia
 “Media for social interaction.”
 “Consumer-generated media.”
 “Blending of technolog...
What is Social Media?
 Internet-based communications channels that
enable instant, frequent two-way messaging and
establi...
What is Social Media?
 Traditional Media
 Print, radio, billboards,
television
 Expensive
 Long lead time, fixed
 Bud...
What is Social Media?
 Traditional Media
 For larger, distinct
campaigns
 To disseminate on-site
information (i.e. post...
Why use Social Media?
 Free and easy to use
 Instant communication and feedback
 Dynamic website content
 Eliminates p...
Why use Social Media?
72
34
38
Why use Social Media?
+
5 minutes
350 People
$0
Why use Social Media?
 Carpool Zone Users by Age
 Sample of Smart Commute audience demographics
Source: Carpool Zone, Ju...
Why use Social Media?
 Social media can reach younger audiences
 For example, as of July 2010, a full 57% of Facebook us...
Why use Social Media?
People are
talking about
you or the
issues you care
about.
#sms2010
ACT Canada
Sustainable
Mobility ...
Pools, Pipelines and People
 Pools (Content)
 Photos
 Videos
 Blogs
 Presentations
 Events
Pools, Pipelines and People
 Pipeline (Communication)
 Tweets
 News and updates
 Discussion
 Comments
Pools vs. Pipelines
+websites
Pools – WordPress
Pipeline – WordPress, Twitter
Pipeline – Twitter
Pool – flickr
Pipeline – flickr
Pipelines – SlideShare, YouTube
Pools, Pipelines and People
 People (Community)
 Discussion
 Dialogue
 Comments
 Collaboration
Pipeline – LinkedIn
People – LinkedIn
People – LinkedIn
All of the Above – CoveritLive
All of the Above – CoveritLive
Identity and Promotion
 Establish your identity
 Be consistent.
 Set standards – avatar!
 Relate to your program.
 Be...
Identity and Promotion
 Content Guidelines and Protocols
 Choose the appropriate account
– Facebook = Page
– LinkedIn = ...
Identity and Promotion
 Promotion
 Reach out to others; search for those already
interested.
 Integrate into your marke...
Identity and Promotion
Challenges
 Technology
 Keeping on top of developments
 Building Community
 Having a strong presence
 Generating two-...
Challenges
 Monitoring – Suggested KPI
 Twitter = # of followers, # of tweets about you,
# of times your tweets have bee...
Our Next Steps
 iPhone and Android app
 Beta testing – find the small icon on our website
 Content Development
 Regula...
Follow us!
@smartcommute
Ryan Lanyon
Manager, Smart Commute
Metrolinx
ryan.lanyon@metrolinx.com
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A Social Media Strategy for TDM

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  • TAKE AWAY ONE THING – THE POWER OF TWITTER
  • FOCUSING TODAY ON TOOLS MOST FAMILIAR – OTHERS: MYSPACE, VIMEO, PICASA, ETC.
  • TAP INTO SOCIAL NETWORKS; WORD-OF-MOUTH
  • FACEBOOK – 72
    TWITTER – 34
    LINKEDIN – 38
    WORDPRESS
    WEBSITE
  • SOCIAL NETWORKING – TAPPING INTO PERSONAL NETWORKS
    MESSAGE COMES FROM A TRUSTED SOURCE; AMBASSADORS AND CHAMPIONS OF THE MESSAGE
  • HAD ASSUMED OUR TARGET AUDIENCE WAS 20-35
    CARPOOL ZONE USERS – 30-45
  • WIDGETS
  • BLOG
    TWITTER
  • TWITTER – TRANSIT; USE OTHER SOURCES, BUILD A LIST
  • SMART COMMUTE AWARDS ALBUM
  • SMART COMMUTE AWARDS WIDGET
  • SLIDESHARE
    YOUTUBE
  • ALOW INSIGHT INTO OUR TEAM AND OUR EXPERTISE
  • USING SOCIAL NETWORKS TO GENERATE INTEREST, CELEBRATE SUCCESSES
  • CREATING COMMUNITY AND DISCUSSION – STILL LEARNING
  • WAS LIVE, NOW ARCHIVED ON WEBSITE
  • YOUTUBE VIDEO
    COMMENTS AND FEEDS
    ALSO PHOTOS AND MORE – ALL FED IN LIVE FROM SMARTPHONES
  • FACEBOOK LINK
  • Transcript of "A Social Media Strategy for TDM"

    1. 1. A Social Media Strategy for TDM How Smart Commute has integrated social media tools into outreach and campaigns
    2. 2. Shout Outs @pazpeter @kephsenett @aaronofgaul @smartcommutecy @kklyeung
    3. 3. A Social Media Strategy for TDM  Profile  What is Social Media?  Why use Social Media?  Pools, Pipelines and People  Identity and Promotion  Challenges  Our Next Steps @ryan_lanyon November 24, 2010
    4. 4. Profile  Smart Commute  Greater Toronto + Hamilton  Metrolinx + 11 TMAs  150+ employers  350,000+ commuters  Carpool Zone  www.smartcommute.ca  @smartcommute  Social media – one year
    5. 5. What is Social Media?  Wikipedia
    6. 6. What is Social Media?  Wikipedia  “Media for social interaction.”
    7. 7. What is Social Media?  Wikipedia  “Media for social interaction.”  “Consumer-generated media.”  “Blending of technology and social interaction for the co-creation of value.”
    8. 8. What is Social Media?  Wikipedia  “Media for social interaction.”  “Consumer-generated media.”  “Blending of technology and social interaction for the co-creation of value.”  Kaplan and Haenlein  “A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user- generated content.”
    9. 9. What is Social Media?  Internet-based communications channels that enable instant, frequent two-way messaging and establish communities around common principles and ideas.  Facebook  Twitter  YouTube  LinkedIn  Flickr, etc.
    10. 10. What is Social Media?  Traditional Media  Print, radio, billboards, television  Expensive  Long lead time, fixed  Budget determines reach  “Push” messaging to audience (one-way)  Complete control over messaging  Social Media  Facebook, YouTube, LinkedIn, Twitter, blogs  Inexpensive (often free)  Immediate, dynamic  Popularity of message determines reach  Two-way communication with target audience  Unmediated/less control
    11. 11. What is Social Media?  Traditional Media  For larger, distinct campaigns  To disseminate on-site information (i.e. posters for B2WD)  Targeted audience (i.e. ads in commuters magazines)  Target older audience (35- 55 years).  Social Media  Frequently, regularly, to keep engaged with related issues and topics  To report live from events/initiatives  To create buzz  Target younger audience (students, young professionals)  Filter audiences and target messenging
    12. 12. Why use Social Media?  Free and easy to use  Instant communication and feedback  Dynamic website content  Eliminates programming website updates  Targetted messaging  Younger audience  Build community and loyalty  Create champions and inform opinion leaders
    13. 13. Why use Social Media? 72 34 38
    14. 14. Why use Social Media? + 5 minutes 350 People $0
    15. 15. Why use Social Media?  Carpool Zone Users by Age  Sample of Smart Commute audience demographics Source: Carpool Zone, July 2010
    16. 16. Why use Social Media?  Social media can reach younger audiences  For example, as of July 2010, a full 57% of Facebook users fall into the 18-34 demographic. Source: Facebakers on Mashable, July 2010
    17. 17. Why use Social Media? People are talking about you or the issues you care about. #sms2010 ACT Canada Sustainable Mobility Summit 2010
    18. 18. Pools, Pipelines and People  Pools (Content)  Photos  Videos  Blogs  Presentations  Events
    19. 19. Pools, Pipelines and People  Pipeline (Communication)  Tweets  News and updates  Discussion  Comments
    20. 20. Pools vs. Pipelines +websites
    21. 21. Pools – WordPress
    22. 22. Pipeline – WordPress, Twitter
    23. 23. Pipeline – Twitter
    24. 24. Pool – flickr
    25. 25. Pipeline – flickr
    26. 26. Pipelines – SlideShare, YouTube
    27. 27. Pools, Pipelines and People  People (Community)  Discussion  Dialogue  Comments  Collaboration
    28. 28. Pipeline – LinkedIn
    29. 29. People – LinkedIn
    30. 30. People – LinkedIn
    31. 31. All of the Above – CoveritLive
    32. 32. All of the Above – CoveritLive
    33. 33. Identity and Promotion  Establish your identity  Be consistent.  Set standards – avatar!  Relate to your program.  Be visible.  Speak in a consistent voice.  Create a personality.  Position youself as a subject matter expert and go-to resource in your community.
    34. 34. Identity and Promotion  Content Guidelines and Protocols  Choose the appropriate account – Facebook = Page – LinkedIn = Group – Twitter = Account  Don’t spam – make each post relevant. – Choose carefully when reposting content from others. – Don’t repeat everything on your program and personal accounts; the same people may follow both.
    35. 35. Identity and Promotion  Promotion  Reach out to others; search for those already interested.  Integrate into your marketing materials.  Experiment and have fun!
    36. 36. Identity and Promotion
    37. 37. Challenges  Technology  Keeping on top of developments  Building Community  Having a strong presence  Generating two-way communication and discussion  Monitoring  Are we being effective?  What are the most useful metrics?  http://wiki.kenburbary.com
    38. 38. Challenges  Monitoring – Suggested KPI  Twitter = # of followers, # of tweets about you, # of times your tweets have been retweeted  Facebook = # of ‘Likes’, # of shares, # of positive and negative comments (Facebook provides its own KPI)  LinkedIn = # of users in your group, # of comments  YouTube = # of shares, # of positive and negative comments  Other = Mentions in blogs, comments, forums, news outlets, photos and videos
    39. 39. Our Next Steps  iPhone and Android app  Beta testing – find the small icon on our website  Content Development  Regular schedule of publishing  Smart Commute Handbook – staff wiki  Website content – public wiki?  Promotion and Community-building  Monitoring and Metrics  Searching tools to assist
    40. 40. Follow us! @smartcommute Ryan Lanyon Manager, Smart Commute Metrolinx ryan.lanyon@metrolinx.com
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